SuperGroup thrives after downsizing logos

SuperGroup was a clear winner last Christmas as it benefitted from the weak pound and the opening of net nine new stores in the 10-week Christmas period helping to boost revenue to £162.1 million.

SuperGroup’s conventional approach to discounting, with a series of online category specific promotions before Christmas and a clearance sale after, drove full price sales throughout most of the trading period.

SuperGroup’s deliberate move away from the heavy logoed product of the past and investment in its womenswear ranges and premium menswear collection means Superdry has become a more fashion focused brand that has greater mass appeal – albeit its distinctive design flair still helps differentiate its offer from rivals.

Communication of its updated ranges to new consumers is now imperative to its success. For females its investment in making stores more gender neutral will help shift views that it is a male brand, but with almost 50 per cent of women shopping menswear, it should consider assigning prime floorspace to womenswear to make it more appealing to browse collections when instore.

In menswear it continues to outperform the sector boosted by its sportswear range and the prolonged athleisure trend. Despite its strong performance it still needs to shift perceptions that it is solely a casualwear retailer. The Idris Elba premium collection presents clothing that aligns it with new competitors such as Ted Baker, Whistles and Reiss; however winning the attention of these shoppers will remain difficult as merchandising, even in newer formats, still primarily focuses on casualwear.

Dedicated window displays of the premium collection is one way Superdry can tempt new shoppers who have more tailored tastes in store and away from established smarter casualwear menswear retailers.